When people need family law services, their first port-of-call is usually a Google search.
The problem is, if your firm doesn’t appear on page one of the results, then you’ll get very few of these potential clients.
But your competitors who invested in SEO will.
This guide explains everything family law firms need to know about SEO and how they can use it to generate leads.
What Is SEO For Family Law?
Search engine optimization (SEO) for family law is the process of improving your law firm’s online presence so that potential clients can easily find you when they search for family law services.
At its core, SEO involves making changes to your website and online content so that search engines like Google understand your firm’s offerings and rank your pages higher in search results.
While most legal services might get business from referrals, family law is different—for many clients, it will be the first time they have accessed divorce or child custody services and they may not know anyone who has used a family attorney before.
Because of this, many potential clients start their search online when they need help with sensitive legal matters. 96% of people seeking legal services use a search engine to find them.
When your site ranks well, you’re more likely to attract local clients who need immediate assistance.
Why Is SEO Important For Family Law Firms?
SEO is essential for family law firms because it connects you with potential clients when they need you most. Let’s break down the key reasons why investing in SEO is a smart decision for your practice:
Increase visibility
The top three search results get almost two-thirds of clicks. The further a webpage gets from the top spot, the fewer clicks it gets. Most people never look at the second page of search results.
By optimizing your website, you improve its chance of appearing among the top results, ensuring more potential clients see your services.
Enhance Local Reach
✅ Local SEO fcocus: Family law firms typically serve clients in a specific area. Local SEO tactics, such as adding your address, phone number, and setting up a Google Business Profile, help your practice show up in local searches.
✅ Community connection: When your website is optimized for local search terms, you increase the chances of appearing in map searches and local directories, directly connecting you with clients in your community.
Build Trust and Credibility
✅ Professional online image: A well-optimized website that appears at the top of search results sends a strong signal of credibility. It shows potential clients that your firm is established and reputable.
✅ Informative content and reviews: Including valuable content and positive client testimonials on your site reinforces your expertise. When clients see helpful articles and glowing reviews, they are more likely to trust you with their sensitive legal issues.
Cost-Effective Marketing
✅ Targeted audience: Unlike broad advertising methods, SEO focuses on users who are actively looking for legal help. This means your marketing efforts reach people who are already interested in your services.
✅ Long-term benefits: While paid advertising can provide a quick boost, SEO offers long-term results. The efforts you put into optimizing your site continue to attract clients long after the initial work is done.
How Do Search Engines Work?
When someone types something into a search engine like Google, they are presented with a list of results like this:
Google uses a series of rules and calculations known as an algorithm to decide which websites to rank first. Google’s algorithm considers more than 200 ranking factors, but the main ones are:
Keywords
Keywords are the terms people type into search engines when looking for family law services. By including these keywords naturally in your content, you help search engines connect your site with relevant searches.
For example, if you have a page that talks about the divorce lawyer services that you provide in the Detroit area, then you are more likely to rank for the keyword “divorce lawyer Detroit”.
We explain more about researching keywords later in the article.
| 🤔 What is search intent?
When a user types a search term, it often conveys the sort of information they want to find. This is known as search intent. For example, if someone types “how is child custody determined in Florida” then they are probably looking for information. However, if someone types “child custody lawyer in Miami” then it’s much more likely they want to buy services. |
Content quality
High-quality, well-written content helps search engines understand your firm’s services better, allows you to rank for more keywords and displays your expertise.
It’s also likely that people will link to your content on their own web pages if it’s good. This helps boost your authority—more on this in the next section.
Authority
Authority is a measure of how well-regarded your website is by others online. The main way search engines measure this is by the number of backlinks your website gets—in other words, how many people publish hyperlinks to your content on their own web pages.
The quality of backlinks matters more than the quantity. A high-quality backlink is:
✔️ Relevant: The linking site is related to your industry or topic.
✔️ Authoritative: The backlink comes from a high-authority, well-established website.
✔️ Placed in context: The link is contextually relevant—for example, you’d expect to find a link to a family law firm in copy about divorce, child custody or writing a will. You wouldn’t expect it to be surrounded by text discussing beauty products.
✔️ Natural: The link is earned, not paid for or generated as part of a dodgy link scheme.
✔️ Is dofollow: Passes link equity (as opposed to “nofollow” links, which don’t).
✔️ Has natural, relevant anchor text: Anchor text is the text in the link that users click on—this should be relevant to the surrounding and linked content. Also, you shouldn’t have too many anchors with text that exactly matches the target keyword, as this appears unnatural to search engines.
✔️ Is from a page that gets decent traffic: The linking page itself gets real visitors.
The number of referring domains is more important than the number of backlinks. In other words, it’s better to get 1 backlink each from 10 sites, than to get 10 links from 1 site.
Finally, it’s important to have a varied, natural-looking backlink profile. You should have links from a variety of sources, including social media, directories, forums, blog articles, media sites and from a range of high-quality and low-quality sites.
Why is this? Imagine you only had backlinks from websites in one industry with a similar Domain Rating, all with similar anchor text and content. This suggests that you are buying links or engaging in a link scheme.
A varied backlink profile, on the other hand, suggests that people are linking to your content because they like it.
| 🤔 What is domain rating?
Domain Rating (DR) is a metric developed by SEO tool Ahrefs to measure the strength of a website’s backlink profile on a scale from 0 to 100. It evaluates the quantity and quality of backlinks pointing to a domain, with higher scores indicating a stronger, more authoritative site. This helps you to understand how likely the site is to rank for relevant search terms. Other SEO tools also have similar measurements. For example, Moz has Domain Authority, which considers a wider range of factors, including overall SEO performance. |
Luckily, you don’t need to sit around and wait for other websites to build links to your site. Link building is the process of creating valuable content and then encouraging other websites to link to it.
We’ll explain the link building techniques you can use to boost your rankings later in the article.
User engagement
If a web page fulfills user needs, it will likely get lots of clicks and engagement. If it doesn’t, then users will quickly click away from it. Because of this, Google considers metrics like click-through rates, dwell time and bounce rate when ranking pages.
Technical SEO
Technical SEO involves improving the “behind the scenes” parts of your website that ensure it offers a good user experience. This involves improving:
- Page speed and Core Web Vitals: Refers to how fast pages load.
- Mobile friendliness: Whether the site is optimized to different screen sizes.
- Crawlability and indexability: How easy it is for Google to navigate and understand your website.
| 🤔 What are indexing and crawling?
Crawling and indexing are two key processes that search engines use to organize the web. 🕷️ Crawling This is how search engines discover new and updated pages on the internet. They use automated programs (often called bots or spiders) to follow links from one page to another, much like exploring a vast network of roads. 📚 Indexing After a page is crawled, the search engine stores its information in a giant database known as the index. Think of the index as a digital library where every page is cataloged. When someone performs a search, the engine looks through its index to find and serve the most relevant pages. In simple terms, crawling finds the pages, and indexing organizes them so that they can quickly be retrieved when needed. |
Freshness
Google prefers websites that regularly post new content and update and improve existing pages.
The importance of local SEO
Another critical aspect is local SEO. Since family law firms typically serve clients within a specific geographical area, ensuring your website is optimized for local searches is key.
Local searches are those which include geographic keywords like:
- [Legal service] near me
- [Legal service] in [city]
- [Legal service] near [state]
There are a number of ways to optimize for these keywords, but the best one is to set up and maintain a Google Business Profile—more on this later in this guide.
YMYL and EEAT
Law is a Your Money or Your Life (YMYL) topic. These are subjects that can significantly affect a person’s well-being, financial stability, or even their health.
This means that for family law SEO, Google aims to ensure that potential clients receive reliable information.
It does this by emphasising content that shows experience, expertise, authoritativeness and trustworthiness (EEAT). Google uses these factors to judge the quality of content.
In simple terms, EEAT tells Google that your site is not just full of content, but it’s content created by someone who knows the subject inside out and is recognized as a reliable source by others.
Here’s a quick overview of how to implement EEAT:
🔍 Experience: Show that you’ve been in the field for a while. This might include sharing real-life examples, client testimonials, or case studies that highlight your hands-on experience with family law issues such as divorce or child custody cases.
🔍 Expertise: Demonstrate your deep understanding of family law. Create content that explains legal concepts in a way that’s easy to understand—think step-by-step guides or FAQ sections addressing common concerns. Include your professional qualifications and credentials to back up your advice.
🔍 Authoritativeness: Build authority by earning recognition from trusted sources. This can be achieved by getting quality backlinks from reputable legal directories, local news outlets, or respected legal blogs. These endorsements tell both Google and potential clients that other experts value your input.
🔍 Trustworthiness: Ensure that your website feels secure and reliable. This means having clear contact details, a professional design, and honest client reviews. Trust signals like a secure (HTTPS) site, a privacy policy, and transparent information about your services help reassure visitors that they’re in good hands.
How to Improve Your Family Law SEO
Here are some steps you can take to improve your family law SEO.
Perform keyword research
Keyword research is the foundation of any successful SEO campaign for family law firms. It involves finding the specific words and phrases that potential clients use when looking for family law services online.
When done correctly, keyword research helps you understand your audience and create content that directly addresses their needs.
Here’s a step-by-step guide on how to perform keyword research using Ahrefs:
Step 1: Identify core topics
Begin by brainstorming a list of core topics related to your family law practice. These might include areas like divorce, child custody, spousal support, domestic violence, and prenuptial agreements.
Think about the types of legal issues your clients face and the services you offer. Write down a few high level keywords for each topic—these are simple terms like “divorce lawyer,” “child custody help,” or “family law advice.” These are your “seed” keywords.
Step 2: Use Ahrefs Keyword Explorer
Next, log in to Ahrefs and navigate to the Keyword Explorer tool. Enter one of your seed keywords (for example, “divorce lawyer”) into the search bar.
Scroll down to where it says “keyword ideas”. Here, Ahrefs lists other keywords based on your seed keywords.
Step 3: Add longtail keywords
Use the Ahrefs list to create a list of “long-tail keywords”. As the name suggests, these are longer, more specific keywords. Because of this they get less traffic but are easier to rank for—also, the user need is usually clearer, making it easier to create good content.
For example, instead of “divorce lawyer,” you might target “divorce mediation lawyer in Miami” or “how much does a divorce lawyer cost in Miami?”
Step 4: Analyze and filter keywords
Next, feed your keywords into the Ahrefs Keywords Planner. For each, open the keyword report and decide if it is a good term to target.
Look for keywords that have:
- High search volume: This is how many people type the term into a search engine each month.
- Low difficulty: This is how many other websites target that search term and how authoritative they are.
Add the terms and metrics to a spreadsheet and prioritize them by the two fields to find the best opportunities.
Set up local SEO
As previously mentioned, a strong local SEO strategy is essential for family law firms because many people look for legal help based on location.
One of the best ways to capture this traffic is to set up local citations. These are places online where your business’s name, address and phone number (NAP) are published. This can include directories and social media profiles.
The most effective local citation is a Google Business Profile. Setting this up ensures you have a presence on Google Maps and the Local Pack—the three local listings that often appear above regular search results.
How to set up a Google Business Profile
- Begin by signing into your family law firm’s Google account or creating one if you haven’t already.
- Visit the Google Business Profile page to start the process.
-
- If your law firm is already listed, claim and verify your ownership. If not, click “Add your business” or “Manage now” to register your firm.
- When prompted, fill in essential details such as:
- Business name
-
- Address
- Phone number
- Website URL
- Business category (e.g., “Family Law Attorney”)
- Service areas (if applicable)
- Business hours
- Next, you’ll be asked to verify your business’s address. You’ll do this either by receiving a postcard with a code, phone verification, or email verification (the options may vary by business type).
- Once verified, enhance your profile by adding:
- A compelling business description that highlights your family law expertise
- High-quality photos of your office, team, or even client testimonials (if permitted)
- Regular updates or posts about your services (e.g., informative articles on divorce, child custody, or mediation)
- Encouragement for satisfied clients to leave reviews
Create content
As previously mentioned, high-quality content is essential for family law firm SEO because it helps your website rank for keywords, while also displaying your business’s expertise.
High quality content is:
✔️ Well-researched
✔️ Clear
✔️ Directly addresses the questions and concerns of those seeking legal help
For family law firms, this is especially important because legal matters like divorce or child custody are sensitive and often stressful. Clients need trustworthy, easy-to-understand information that helps guide them through challenging times.
The keyword research we covered earlier in the article can be used to decide which topics you address.
For example, here’s a detailed step-by-step guide to the divorce process by Goranson Bain Ausley Family Law.
It talks readers through the basics of the divorce process so they know what to expect.
How to create content that ranks for family law
Here are some tips for creating valuable content.
✅ In-depth information:Write a comprehensive article that thoroughly covers common family law topics. For example, explain the steps involved in divorce proceedings, how child custody arrangements are determined, or what factors influence alimony decisions. Detail various scenarios and outcomes to provide a clear roadmap for potential clients.
✅ Clear and concise language:
Avoid heavy legal jargon and explain family law concepts in plain, straightforward language. Whether you’re discussing property division or custody battles, ensure your explanations are accessible to readers without a legal background.
✅ Engaging format:
Organize your content with headings, subheadings, bullet points, and visuals like flowcharts or infographics. This structure makes complex family law processes—such as mediation steps or the timeline of a divorce—much easier for your audience to follow.
✅ Call to Action (CTA):
Finish your article with a clear call to action that invites readers to contact your firm for a free consultation or more personalized advice. This helps convert readers into potential clients by offering them a direct next step.
Optimize your content
On-page SEO is all about optimizing the individual pages on your website to boost your search engine rankings and attract more relevant traffic. For family law firms, focus on these elements:
- Title tags:
The title tag is the clickable headline in search results and at the top of your browser tab. It should include your primary keyword (like “Family Law Attorney” or “Divorce Lawyer in [Your City]”) and accurately describe the page’s content, ideally within 60 characters.
- Meta descriptions:
These short summaries (under 160 characters) appear beneath your title tags in search results. Write clear, engaging meta descriptions that give potential clients a sneak peek of the valuable information on your page—whether it’s a guide on child custody or an overview of divorce services.
- Header tags (H1, H2, etc.):
Use header tags to break your content into easily digestible sections. Your H1 tag should capture the main topic (for example, “Understanding Divorce Law”), while H2 and H3 tags can organize subtopics such as “Custody Considerations” or “Prenuptial Agreements.” This structure helps both readers and search engines grasp the hierarchy of your content.
- Keyword placement:
Integrate your family law keywords naturally throughout your content. Place them in key areas such as the introduction, headings, and conclusion without overstuffing. - Internal linking:
Connect related pages on your site with internal links. For instance, if you have a blog post discussing mediation tips, link it to your main family law services page. This not only enhances user navigation but also helps search engines understand the structure of your website.
- Image optimization:
Optimize your images by using descriptive file names and alt text that include relevant keywords (like “family-law-consultation” or “divorce-attorney-advice”). This makes your images more accessible to search engines and assists visually impaired users.
| 🤔 What is alt-text?
Alt text (alternative text) is a short description you add to an image’s HTML code. It helps search engines understand what the image is about and allows users who rely on screen readers to understand what the image shows. |
Build backlinks
As discussed earlier in the article, link building is the process of getting other websites to include a link back to your family law firm’s website.
Here are a few techniques that your firm can use to do this:
Develop interactive tools and apps
Creating interactive tools and apps tailored for family law can be a powerful way to attract high-quality backlinks.
Examples could include:
- A divorce cost calculator
- A child custody scheduling tool
- An interactive FAQ app that guides users through common legal procedures.
These resources provide value to potential clients and encourage other websites and blogs to reference and link back to your tool.
KnowYourRights is a mobile app launched by Saudi Arabia-based law firm Nasreen Alissa. It is designed for Saudi women and offers free legal advice on family law matters, empowering users with easy-to-access information about their rights in divorce, custody, and other family-related legal issues.
This app not only helps clients navigate complex family law disputes but also demonstrates how a law firm can leverage technology to provide direct, accessible legal support to its community.
How to create an app:
Want to create your own family law app? Here’s how to get started:
- Identify a common challenge: Begin by pinpointing a recurring question or problem your clients often face. For example, many people are curious about the potential costs involved in a divorce or the steps required in a child custody case.
- Plan your tool: Decide on the type of tool that will best address that challenge. If you choose to develop a divorce cost calculator, sketch out what information users need to input and the kind of output they expect—be it a range of potential fees or a breakdown of expenses.
- Collaborate with developers: If your firm doesn’t have in-house technical expertise, partner with a reputable developer. Work closely to ensure that the tool is both user-friendly and secure.
- Design for mobile: Since many potential clients search for legal services on their phones, ensure your tool is optimized for mobile devices. A responsive design will improve user experience and keep visitors engaged.
- Promote your tool: Once your tool is live, share it across your social media channels, legal directories, and local community groups. Reach out to legal blogs and industry publications to let them know about your new resource—they might feature it in their content, providing valuable backlinks.
- Regular updates: Keep the tool updated with the latest information and improvements based on user feedback. A well-maintained tool continues to earn links and remains a reliable resource for years to come.
Get quoted by journalists
When a reputable media outlet features your insights and includes a link to your website, it enhances your firm’s credibility and authority.
Media outlets are considered authoritative sources due to their reputations for accuracy, objectivity, and impartiality. They typically rely on multiple sources to verify information and provide balanced coverage, enhancing their credibility.
Therefore, backlinks from media organizations signal to search engines that your site is a trusted source of information, which can improve your search rankings and increase visibility to potential clients.
How to get quoted:
Here are the steps to get quoted on local or national media websites.
- Sign up for journalist inquiry services: Platforms like Qwoted and ProfNet connect experts with journalists seeking quotes for their stories. By registering as a source, you can receive daily inquiries related to legal topics and respond with your expert insights.
- Build relationships with local media: Reach out to local newspapers, radio stations, and TV channels to offer your expertise on family law matters. Establishing yourself as a go-to legal expert can lead to recurring opportunities for quotes and features.
- Engage on professional platforms: Maintain an active presence on professional networks like LinkedIn. Sharing your knowledge and participating in discussions can catch the attention of journalists looking for expert opinions.
- Comment on breaking news stories: Stay updated on the latest developments in family law. When relevant news breaks, proactively reach out to journalists covering the story to offer your perspective.
- Sign Up for journalist inquiry services: Platforms like Qwoted and ProfNet connect experts with journalists seeking quotes for their stories. By registering as a source, you can receive daily inquiries related to legal topics and respond with your expert insights.
Here’s an example of a request posted on Qwoted. U.S. News and World Report is seeking expert comments for an article on getting a divorce loan.
This could be a good example to gain publicity, get a backlink to your website and build a relationship with a journalist covering your industry.
Note the deadline of two days—you should respond to relevant opportunities as soon as possible, otherwise someone might beat you to it.
Guest posting
Guest posting, also known as guest blogging, involves writing and publishing content on another website or blog to reach a broader audience and build backlinks to your own site.
This strategy enhances your online visibility, establishes authority in your field, and drives referral traffic.
Below is a good example of a guest post. Family law attorney Angela Stout has written a guide for Divorcedmoms.com explaining how moms can find a good divorce attorney. Given the name of the website, it is clear how this would be useful and relevant to the target audience!
To effectively engage in guest posting:
- Identify relevant blogs: Look for reputable websites in your niche that accept guest contributions. You can use search operators like “child custody lawyer write for us” to find such opportunities.
- Understand their audience: Familiarize yourself with the target blog’s content and readership to ensure your post aligns with their interests and adds value.
- Craft a compelling pitch: Reach out to the blog’s editor or owner with a personalized proposal, highlighting your expertise and suggesting topics that would benefit their audience.
- Create high-quality content: Write an informative and engaging article that adheres to the host blog’s guidelines and provides actionable insights.
- Follow up: After submission, stay in touch to address any feedback and to know when your post will be published.
Answer questions on forums
Answering questions on forums means joining online communities where people seek advice on family law topics. You might see questions about divorce, custody, or legal paperwork on Q&A sites or discussion boards.
By providing clear and useful answers, you show your expertise and can naturally include a link to your firm’s website or a related resource.
How to get forum backlinks:
✔️ Provide genuine value: Focus on giving detailed, useful answers that help the person asking the question. Avoid simply dropping a link; instead, explain the issue thoroughly and only include a link if it adds extra useful information.
✔️ Follow forum rules: Every forum has its own guidelines. Some may restrict self-promotion or the inclusion of links. Make sure you read and respect these rules to avoid being flagged as spam.
✔️ Use a professional profile: Participate using your real name and a profile that highlights your expertise as a family law professional. Many forums prefer you provide a link through your profile rather than in posts. This builds trust with both the forum community and potential clients.
✔️ Be consistent and engaging: Regularly contribute to discussions instead of posting only when you need a backlink. Consistent participation helps establish your authority and builds a positive reputation over time.
✔️ Stay relevant: Ensure your answers are on topic and specifically address the questions asked. Tailor your advice to common family law concerns, such as divorce, child custody, or legal mediation.
Resource page link building
Resource page link building involves getting your useful content added to curated pages on high-quality websites that compile helpful industry-related content.
For family law firms, these pages feature various resources that assist clients with understanding divorce, custody, or mediation, including:
- Links to legal guides
- Client testimonials
- Informational blogs
- Tools or apps
What makes resource link building effective is its focus on relevance and value. If you can provide genuinely valuable content to a webpage then it benefits everyone.
- The webmaster gets great content to share with users.
- Users get content that solves their problems.
- You get a backlink, as well as additional traffic and visibility.
This approach not only builds credible backlinks but also positions your firm as an authoritative resource in family law.
Here’s a good example from Whitmarsh Family Law. They have a page full of child custody resources for divorced parents.
While it mainly includes government sites, there are links to other websites’ resources.
Elevate Your Family Law SEO With Authority Builders
In today’s digital world, a strong SEO strategy is crucial for family law firms looking to connect with clients when they need you most.
By implementing effective techniques—such as targeted keyword research, creating high-quality, accessible content, optimizing for local searches, and building authoritative backlinks—you can improve your search rankings and establish trust with potential clients.
Remember, SEO is an ongoing journey, not a one-time task. Consistently refining your strategy will ensure that your firm stays visible and competitive.
Ready to boost your online presence and attract more clients? Authority Builders specializes in crafting tailored SEO strategies for family law firms. Book a call with Authority Builders today and take the first step toward transforming your digital footprint.